服務創新對關係品質之影響：以懷舊傾向為調節效果

The Impacts of Service Innovation on Relationship Quality: The Moderating Effect of Nostalgic Tendency

謝依珊(Yi-shan Shieh)

指導教授 ： 周中理

朝陽科技大學/管理學院/企業管理系/碩士(2010年)

摘要

隨著世界經濟全球化的趨勢以及台灣經濟發展上有產業轉型需求，我國發展文化創意產業有其必要性與重要性。如何促進文化創意產業的發展是本文探討的主要課題。本研究以參觀台中創意文化園區的消費者為對象，探討台中創意文化園區所提供的服務創新對關係品質之影響，以消費者的懷舊傾向為調節效果，並探討消費者之人口統計變數、地理變數及行為變數對懷舊傾向、服務創新、關係品質之關係。 本研究以台中創意文化園區之服務創新為切入點，期能經過實證研究，達成本研究之目的：一、探討服務創新對關係品質的影響為何？ 二、探討消費者的懷舊傾向干擾服務創新對關係品質的影響效果為何？ 三、探討不同消費者特徵對懷舊傾向之差異性感受為何？四、探討不同消費者特徵在服務創新之差異性感受為何？五、探討不同消費者特徵在關係品質之差異性感受為何？ 本研究調查對象為台中創意文化園區，以曾經到過台中創意文化園區的民眾為主，採取便利抽樣方式。正式問卷部份共發出270份問卷，回收份數為260份，扣除填答不完整與資料不齊全問卷5份，有效問卷為255份，有效回收率為94%。在資料分析方法包括樣本資料分析、敘述性統計分析、信度和效度分析、探索性因素分析、t檢定、變異數分析、與階層多元迴歸分析加以探討。而本研究之實證結論如下： 一、服務創新認知對關係品質具正向直接顯著影響，獲得部分成立。其中服務創新變項之硬體環境創新構面對關係品質變項的承諾、信任及滿意構面皆有正向顯著影響。服務創新變項之服務人員與服務組合修正創新構面對關係品質變項的承諾、信任、滿意與關懷認同構面具有正向顯著的影響。而服務創新變項之科技運用創新構面對關係品質變項的信任構面具有正向顯著影響。此外，服務創新變項之軟性環境創新構面對關係品質變項的滿意構面皆有正向顯著影響。 二、消費者的懷舊傾向會干擾消費者在硬體環境創新的認知對關係品質之承諾與滿意的正向影響效果。 三、不同消費者特徵之消費者，對懷舊傾向不具有顯著差異性。 四、不同消費者特徵之消費者，在服務創新的感受上具有顯著差異性，獲得部分成立。其中在人口統計變項之不同收入的消費者對服務創新具有顯著差異性感受。 五、不同消費者特徵之消費者在關係品質的認知上不具有顯著差異性感受。

關鍵字

懷舊傾向 ； 服務創新 ； 關係品質

並列摘要

Considering global economic trend as well as industry transformation under Taiwan economic development, the significance and importance of cultural creativity industry cannot be overlooked. This research would discuss how service innovation may influence the quality of relationship, and would focus on consumers’ nostalgia tendency as moderating effect, and discuss how consumers’ption demographic statistics, geographic and behavior factors can affect nostalgia tendency, service innovation and relationship quality. The project would highlight the service innovation of Taichung Creative and Cultural Park, and visitors who have been to Taichung Creative and Cultural Park were mainly selected as participants. By means of convenience sampling, the questionnaires had been sent out 270 copies totally; 260 copies retrieved, deducting 5 invalid and incomplete copies, the actual effective questionnaires were 255 copies, constituting 94% of the total number served. The methodology of the study covers sampling analysis, descriptive statistics analysis, reliability analysis, validity analysis, exploratory factor analysis, t-test, analysis of variance, and hierarchical multiple regression analysis. The empirical research would conclude as follows: 1. Service innovation has positive effect on relationship quality, which would have obtained partial verification. Above all, hardware environmental innovation could positively influence on commitment, trust and satisfaction of relationship quality. The innovation of service staff and service combination has a positive effect on commitment, trust, satisfaction and empathy of relationship quality. The innovation of technology application appears positive effect on trust of relationship quality. In addition, software environmental innovation can also show positive influence on satisfaction of relationship quality. 2. Consumers’ nostalgia tendency may moderate how hardware environmental innovation of service innovation can positively influence the commitment and satisfaction of relationship quality. 3. There was no significant difference among the nostalgia tendency in those consumers with diverse characteristics. 4. Those consumers with diverse characteristics have different cognition of service innovation , which would have obtained partial verification. 5. There was no significant difference among the cognition on relationship quality in those consumers with diverse characteristics.

並列關鍵字

Nostalgia Tendency ； Service Innovation ； Relationship Quality

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